6 ways to spot a cheap logo design

6 ways to spot a cheap logo design

It doesn’t take an experienced graphic designer to spot a cheap logo design – and the average consumer is savvier than you think.
Keep in mind that your logo design represents your entire brand; it’s more than just a little image for your website or business cards.
This symbol will be used to make a brand judgement quicker than you realise with images being processed 60,000 times faster than text.
Many of the principles of graphic design are closely tied to the science of behavioural psychology.
Even if your average consumer can’t communicate why your logo makes them feel embarrassed, disgusted, or confused, they’ll have a reaction.
You probably know what you like (and dislike) when it comes to logos and graphics.
Whether you’re considering rebranding or purchasing your first professional logo, here are some ways to evaluate how to spot a cheap logo design.

1 – It’s Overly Complex

Just for one second, consider some of the world’s most recognisable logos.
Did you just think of the McDonald’s “M”? the Nike swoosh? Or the Apple with a bite taken?
All of these logos are really simple.
Many famous logos are even revised to become even simpler.
As HubSpot’s Meg Hoppe highlights, “no one has time to spend dissecting a visually complex logo.”
The logo displayed below displays exceptional simplicity, without appearing boring:

What exactly spells out the difference between complexity and simplicity in logo design
A confusing logo can be caused by the use of too many colours, detailed images, intricate fonts, or excessive superfluous elements.
A logo with extraordinarily complex design doesn’t make your brand look high-class or fancy.
It means your graphic designer didn’t understand the value of simplicity.

2 – It Lacks Versatility

One of the most tragic and familiar hallmarks of truly cheap logo design is a lack of versatility.
In today’s marketing culture, the ability for a logo to scale and appear attractive across multiple mediums is crucial.
Versatility in logo design means usage on smartphone, tablet and computer screens; print advertising and even billboards.
Adaptability is a critical filter to consider when creating a logo design, and far too many small business owners aren’t aware of the right limitations.
I recommend asking the following questions before you make a final selection, to avoid the need for total rebranding in the future:
Can this logo be printed in a single colour? just black and white?
Would the logo look too bland or boring if it were blown up to the size of a billboard?

It would amaze you how many design concepts have to be discarded when you apply the filter of flexibility.
Exceptional logo design is usually complex enough to engage on a gigantic scale, and sufficiently simple to tell a story when it’s quite small.

3 – It’s Derivative

There are major trends in the fields of graphic design and branding, fueled primarily by consumer demand.
All it takes is a visit to the facetious hipster logo generator to recognise a significant, recent pattern in how “cool” companies are branding themselves.
Should you ignore the latest graphic design trends, or avoid incorporating fleeting factors like Pantone’s colour of the year into your branding?
Almost certainly.
The world’s most beautiful and effective logos are almost timeless in their design. If your mission is to communicate your brand’s hipness factor, there are more efficient ways to do this than derivative design.

Take the example below of the BMW logo.
Their original logo designed in 1916 hasn’t changed too much, only being occasionally refreshed stylistically to keep things fresh.

4 – It’s Forgettable

The best logo designs in the world communicate an entire brand in one single glance.